Morrisons to trial three new lab stores
Stores tailored to local catchments
The Format Flex stores feature differing propositions, ranges store designs and environments. Market Street counters for instance will vary in terms of type, size and design and adjusted to reflect the priorities of local customers. Morrisons added that some of the changes will have potential to be rolled out across the Morrisons estate while others may only relevant to a handful of stores.
Flexing features to build shopper engagement
At Milton Keynes, features are being introduced to boost appeal with young families, with additional parent and toddler parking spaces, wider aisles, improved ranging, better baby change facilities and a new format café with a children's play area. New approaches to wine are also being tested, with the category arranged by price or by style. In all three stores an extended Nutmeg clothing range will be placed together with baby and health & beauty to create a destination zone for young families.
Commenting on the initiative Morrisons director of format and space Andy Newton said: “Our customers want their local store to be relevant to them and their family. The ability to dial up or dial down certain aspects of stores is crucial in driving store choice and attracting and retaining customers now and in the future.”
M Discount project now ended
It has also been reported that Morrisons M Discount store lab project in Preston Deepdale will close. Opened last December, Preston experimented with new products, layouts, pricing, merchandising and branding. The store will now be brought back into line with the rest of Morrisons estate though Morrisons has said that many lessons from this store were being applied to other supermarkets.
Source: igd.com
